Home / Sports / Ohio State's $17M Deal Dwarfs Big 12's $20M
Ohio State's $17M Deal Dwarfs Big 12's $20M
29 Jul
Summary
- Ohio State secures $17M annually for jersey patch deal.
- Big 12's conference-wide deal offers $20M for 16 teams.
- Deion Sanders' influence boosted Colorado's merchandising over 1000%.
The Ohio State Buckeyes have reportedly secured an annual jersey patch deal worth $17 million with JP Morgan Chase. This individual agreement significantly surpasses the Big 12 conference's collective deal with Monster Energy, which is valued at $20 million spread across all 16 member schools for the 2026-27 football and basketball seasons. This disparity raises questions about financial equity within the conference.
The Big 12's pioneering conference-wide sponsorship is the first of its kind in college sports, with teams set to receive a portion of the $20 million sum. However, Ohio State's deal alone offers more than many NBA teams receive from their jersey patch sponsors, underscoring the Buckeyes' strong branding power.
The "Prime Effect" associated with Colorado Buffaloes coach Deion Sanders has demonstrated a substantial financial impact. Despite a 3-9 record in 2025, Sanders' arrival has significantly boosted the program's relevance and revenue. Merchandising sales reportedly surged over 1,000% in his inaugural year, showcasing his influence on the team's financial profile.
